Part of the revelations that came with this year's Knight News Challenge focused on lessons in brand building. Once brand comes into being, it takes a specific kind of energy to propel it forward. 

In a recent Knight Blog post Peter Spear, a branding consultant who has worked with the Knight Foundation, brought forward some key insights:

1. A brand is strengthened when one person bears its voice and efforts. A central "brand steward" can be responsible for upholding all communications for a brand, listen actively to both customers and company, and make informed decisions based on what would be best for the brand's overall direction. This approach is common for big companies with full marketing departments, bot now so common in the nonprofit world. Still, it could help independent, nonprofit and local news and information projects.

2. Branch out with your brand. Think beyond just your project to see the bigger picture -- what Spear calls "increasing your surface area." This leads to wider conversations and invitations for others to engage with your brand, as well as opportunities for your brand to attract more public engagement.

3. Figure out and express your brand's purpose. If you don't convey your purpose clearly, you'll never know where other aspects of your company and product might potentially be lost in communication. Make it universal.

4. Emotional manipulation is not a bad thing. Stories don't have much juice if they don't take a stance. Brands won't be very effective if they're not aiming for a reaction, said Spear. Don't play it safe.

5. Your company must be willing to participate in a brand. Spear notes that brand building "is a choice." It's not useful as a static concept. Rather, it's the device best suited to interact with the public -- showing them what your brand means and discovering how people can benefit from it. This is equally important for both for-profit and nonprofit community news and information projects.

Read Spear's full post on the Knight Blog.